Systems, computer-readable media, and methods for activation-based marketing

ABSTRACT

A system, computer program product, and method for activation-based marketing are presented. In one embodiment, the system includes one or more data storage devices configured to store demographic data, healthcare utilization data, and response data associated with a target individual. The system may include a server coupled to the one or more data storage devices. The server may be suitably programmed to determine a life stage associated with a target individual, determine an attitudinal segment associated with the target individual, and determine a response model associated with the target individual. The server may assign the target individual to at least one of a predetermined set of segmentation groups in response to the life stage, the attitudinal segment, and the response model associated with the individual. The system may generate a personalized communication modality tailored to the target individual in response to the segmentation group assigned to the target individual.

BACKGROUND OF THE INVENTION

Field of the Invention

This invention relates to marketing and more particularly relates tosystems, computer-readable media, and methods for activation-basedmarketing.

Description of the Related Art

In general, marketing costs can be a substantial portion of the overallcost of launching a new product, service, or program. Indeed, marketingcosts can often far exceed development costs associated with a newproduct, service, or program. Nonetheless, marketing is typically anessential element of, e.g., product launches. This is typically due to acorrelation between demand for the product and public awareness of theexistence of the product.

Certain more sophisticated marketing techniques may include targetedmarketing campaigns. For example, a company may target a particulardemographic segment of society with a television or radio advertisement.In these situations, the advertisement may include actors that are thesame age, gender, or ethnicity as individuals in the target demographicsegment.

Unfortunately, only general information about the target demographicsegment as a whole is typically available. For example, a hypotheticalcompany may have information through surveys, or other informationsources indicating that Asian men over the age of 40 are most likely topurchase their products. In this example, the hypothetical company maychose to focus their marketing investment on creating advertisementsthat are most likely to appeal to people of that demographic segment.Alternatively, the company may chose to expand their market by targetinganother demographic segment. In either approach, it is clear that onlylimited demographic information is available to help guide the marketingcampaign.

The referenced shortcomings are not intended to be exhaustive, butrather are among many that tend to impair the effectiveness ofpreviously known techniques in marketing; however, those mentioned hereare sufficient to demonstrate that the methodologies appearing in theart have not been satisfactory and that a significant need exists forthe techniques described and claimed in this disclosure.

SUMMARY OF THE INVENTION

From the foregoing discussion, it should be apparent that a need existsfor systems, computer-readable media, and methods for activation-basedmarketing.

In A method for activation-based marketing is presented. In oneembodiment, the method includes generating a personalized action plancorresponding to a customer, where the personalized action plan isgenerated based upon customer information comprising: a consumeractivation index of the customer, and demographic information about thecustomer.

In a further embodiment, the personalized action plan may be generatedbased further upon a health index of the customer. In still a furtherembodiment, generating a personalized action plan may includedetermining customer information. The customer information may include aconsumer activation index of the customer, a health index of thecustomer, life stage information of the customer, an attitudinal modelcorresponding to the customer. Generating the personalized action planmay further include applying to the customer information a responsemodel corresponding to the customer, applying to the customerinformation a segmentation model corresponding to the customer, andapplying to the customer information a consumer model corresponding tothe customer.

In one embodiment, a method for activation-based marketing may includedetermining a life stage associated with a target individual. The methodmay also include determining an attitudinal segment associated with thetarget individual. Additionally, the method may include determining aresponse model associated with the target individual. In still a furtherembodiment, the method may include assigning the target individual to atleast one of a predetermined set of segmentation groups in response tothe life stage, the attitudinal segment, and the response modelassociated with the individual. The method may also include generating apersonalized communication modality tailored to the target individual inresponse to the segmentation group assigned to the target individual.

In a further embodiment, generating the personalized communicationmodality may include generating customized message content for acommunication to the target individual in response to the segmentationgroup assigned to the target individual, generating a tonal guidelinefor a communication to the target individual in response to thesegmentation group assigned to the target individual, and determining acommunication medium for conveying the communication to the targetindividual in response to the segmentation group assigned to the targetindividual.

A computer program product for activation-based marketing is alsopresented. In one embodiment, the computer program product includes atangible computer-readable medium comprising executable instructions.The instructions may include generating a personalized action plancorresponding to a customer, where the personalized action plan isgenerated from customer information. The customer information mayinclude a consumer activation index of the customer, a health index ofthe customer, and demographic information about the customer.

In a further embodiment, the personalized action plan may also begenerated from attitudinal information about the customer. In anotherembodiment, the personalized action plan is also generated fromresponsiveness information about the customer. Additionally, thepersonalized action plan may also be generated from attitudinalinformation about the customer. Further, the personalized action planmay include benefit offers, incentive offers, policy enhancements, careenhancements, coaching enhancements, or communication enhancements.

In one embodiment the instructions for generating a personalized actionplan include selecting two or more predefined action items correspondingto the customer information from one or more databases storing aplurality of predefined action items. Additionally, the instruction mayinclude outputting at least a portion of the action plan for thecustomer. In such an embodiment, the portion of the action plan isoutput responsive to a communication link being established with thecustomer, and where the output portion corresponds to the type ofcommunication link established.

A system for activation-based marketing is also presented. In oneembodiment, the system includes one or more data storage devicesconfigured to store demographic data, healthcare utilization data, andresponse data associated with a target individual. Additionally, thesystem may include a server coupled to the one or more data storagedevices. The server may be suitably programmed to determine a life stageassociated with a target individual, determine an attitudinal segmentassociated with the target individual, and determine a response modelassociated with the target individual. Additionally, the server mayassign the target individual to at least one of a predetermined set ofsegmentation groups in response to the life stage, the attitudinalsegment, and the response model associated with the individual. In afurther embodiment, the system may generate a personalized communicationmodality tailored to the target individual in response to thesegmentation group assigned to the target individual.

In one embodiment, the system also includes a display device coupled tothe server, the display device configured to display the personalizedcommunication modality to a user. Additionally, the system may include auser interface device coupled to the server, the user interface deviceconfigured to display the personalized communication modality to a user.

Other features and associated advantages will become apparent withreference to the following detailed description of specific embodimentsin connection with the accompanying drawings.

BRIEF DESCRIPTION OF THE DRAWINGS

The following drawings form part of the present specification and areincluded to further demonstrate certain aspects of the presentinvention. The invention may be better understood by reference to one ormore of these drawings in combination with the detailed description ofspecific embodiments presented herein.

FIG. 1 is a schematic block diagram illustrating one embodiment of asystem for activation-based marketing;

FIG. 2 is a schematic block diagram illustrating one embodiment of adatabase system for activation-based marketing;

FIG. 3 is a schematic block diagram illustrating one embodiment of acomputer system that may be used in accordance with certain embodimentsof the system for activation-based marketing;

FIG. 4 is a schematic logical diagram illustrating one embodiment ofabstraction layers of operation in a system for activation-basedmarketing;

FIG. 5 is a schematic block diagram illustrating one embodiment of anapparatus for activation-based marketing;

FIG. 6 is a detailed schematic block diagram illustrating one embodimentof a server suitably programmed for activation-based marketing;

FIG. 7 a schematic flow-chart diagram illustrating one embodiment of amethod for activation-based marketing;

FIG. 8 is a conceptual flow-chart diagram illustrating a furtherembodiment of a method for activation-based marketing;

FIG. 9 is conceptual illustration of one embodiment of a method foractivation-based marketing;

FIG. 10 is screen-shot diagram illustrating one embodiment of a displayfor activation-based marketing;

FIG. 11 is a screen-shot diagram illustrating a further embodiment of adisplay for activation-based marketing.

DETAILED DESCRIPTION

The term “coupled” is defined as connected, although not necessarilydirectly, and not necessarily mechanically.

The terms “a” and “an” are defined as one or more unless this disclosureexplicitly requires otherwise.

The term “substantially” and its variations are defined as being largelybut not necessarily wholly what is specified as understood by one ofordinary skill in the art, and in one non-limiting embodiment“substantially” refers to ranges within 10%, preferably within 5%, morepreferably within 1%, and most preferably within 0.5% of what isspecified.

The terms “comprise” (and any form of comprise, such as “comprises” and“comprising”), “have” (and any form of have, such as “has” and“having”), “include” (and any form of include, such as “includes” and“including”) and “contain” (and any form of contain, such as “contains”and “containing”) are open-ended linking verbs. As a result, a method ordevice that “comprises,” “has,” “includes” or “contains” one or moresteps or elements possesses those one or more steps or elements, but isnot limited to possessing only those one or more elements. Likewise, astep of a method or an element of a device that “comprises,” “has,”“includes” or “contains” one or more features possesses those one ormore features, but is not limited to possessing only those one or morefeatures. Furthermore, a device or structure that is configured in acertain way is configured in at least that way, but may also beconfigured in ways that are not listed.

Various features and advantageous details are explained more fully withreference to the nonlimiting embodiments that are illustrated in theaccompanying drawings and detailed in the following description.Descriptions of well known starting materials, processing techniques,components, and equipment are omitted so as not to unnecessarily obscurethe invention in detail. It should be understood, however, that thedetailed description and the specific examples, while indicatingembodiments of the invention, are given by way of illustration only, andnot by way of limitation. Various substitutions, modifications,additions, and/or rearrangements within the spirit and/or scope of theunderlying inventive concept will become apparent to those skilled inthe art from this disclosure.

Certain units described in this specification have been labeled asmodules, in order to more particularly emphasize their implementationindependence. A module is “[a] self-contained hardware or softwarecomponent that interacts with a larger system.” Alan Freedman, “TheComputer Glossary” 268 (8th ed. 1998). A module comprises a machine ormachines executable instructions. For example, a module may beimplemented as a hardware circuit comprising custom VLSI circuits orgate arrays, off-the-shelf semiconductors such as logic chips,transistors, or other discrete components. A module may also beimplemented in programmable hardware devices such as field programmablegate arrays, programmable array logic, programmable logic devices or thelike.

Modules may also include software-defined units or instructions, thatwhen executed by a processing machine or device, transform data storedon a data storage device from a first state to a second state. Anidentified module of executable code may, for instance, comprise one ormore physical or logical blocks of computer instructions which may beorganized as an object, procedure, or function. Nevertheless, theexecutables of an identified module need not be physically locatedtogether, but may comprise disparate instructions stored in differentlocations which, when joined logically together, comprise the module,and when executed by the processor, achieve the stated datatransformation.

Indeed, a module of executable code may be a single instruction, or manyinstructions, and may even be distributed over several different codesegments, among different programs, and across several memory devices.Similarly, operational data may be identified and illustrated hereinwithin modules, and may be embodied in any suitable form and organizedwithin any suitable type of data structure. The operational data may becollected as a single data set, or may be distributed over differentlocations including over different storage devices.

In the following description, numerous specific details are provided,such as examples of programming, software modules, user selections,network transactions, database queries, database structures, hardwaremodules, hardware circuits, hardware chips, etc., to provide a thoroughunderstanding of the present embodiments. One skilled in the relevantart will recognize, however, that the invention may be practiced withoutone or more of the specific details, or with other methods, components,materials, and so forth. In other instances, well-known structures,materials, or operations are not shown or described in detail to avoidobscuring aspects of the invention.

FIG. 1 illustrates one embodiment of a system 100 for activation-basedmarketing. The system 100 may include a server 102, a data storagedevice 104, a network 108, and a user interface device 110. In a furtherembodiment, the system 100 may include a storage controller 106, orstorage server configured to manage data communications between the datastorage device 104, and the server 102 or other components incommunication with the network 108. In an alternative embodiment, thestorage controller 106 may be coupled to the network 108.

In a general embodiment, the system 100 may generate a personalizedaction plan corresponding to a customer, where the personalized actionplan is generated based upon customer information comprising: a consumeractivation index of the customer, and demographic information about thecustomer. Specifically, the system 100 may determine a life stageassociated with a target individual, determine an attitudinal segmentassociated with the target individual, determine a response modelassociated with the target individual, assign the target individual toat least one of a predetermined set of segmentation groups in responseto the life stage, the attitudinal segment, and the response modelassociated with the individual, and generate a personalizedcommunication modality tailored to the target individual in response tothe segmentation group assigned to the target individual.

In one embodiment, the user interface device 110 is referred to broadlyand is intended to encompass a suitable processor-based device such as adesktop computer, a laptop computer, a Personal Digital Assistant (PDA),a mobile communication device or organizer device having access to thenetwork 108. In a further embodiment, the user interface device 110 mayaccess the Internet to access a web application or web service hosted bythe server 102 and provide a user interface for enabling a user to enteror receive information. For example, the user may enter an identifier ofa product, service, or program to be marketed. Alternatively, the usermay enter an identifier of an individual to be contacted for marketingpurposes.

The network 108 may facilitate communications of data between the server102 and the user interface device 110. The network 108 may include anytype of communications network including, but not limited to, a directPC to PC connection, a local area network (LAN), a wide area network(WAN), a modem to modem connection, the Internet, a combination of theabove, or any other communications network now known or later developedwithin the networking arts which permits two or more computers tocommunicate, one with another.

In one embodiment, the server 102 is configured to determine a lifestage associated with a target individual, determine an attitudinalsegment associated with the target individual, determine a responsemodel associated with the target individual, assign the targetindividual to at least one of a predetermined set of segmentation groupsin response to the life stage, the attitudinal segment, and the responsemodel associated with the individual, and generate a personalizedcommunication modality tailored to the target individual in response tothe segmentation group assigned to the target individual. Additionally,the server may access data stored in the data storage device 104 via aStorage Area Network (SAN) connection, a LAN, a data bus, or the like.

The data storage device 104 may include a hard disk, including harddisks arranged in an Redundant Array of Independent Disks (RAID) array,a tape storage drive comprising a magnetic tape data storage device, anoptical storage device, or the like. In one embodiment, the data storagedevice 104 may store health related data, such as insurance claims data,consumer data, or the like. The data may be arranged in a database andaccessible through Structured Query Language (SQL) queries, or otherdata base query languages or operations.

FIG. 2 illustrates one embodiment of a data management system 200configured to store and manage data for activation-based marketing. Inone embodiment, the system 200 may include a server 102. The server 102may be coupled to a data-bus 202. In one embodiment, the system 200 mayalso include a first data storage device 204, a second data storagedevice 206 and/or a third data storage device 208. In furtherembodiments, the system 200 may include additional data storage devices(not shown). In such an embodiment, each data storage device 204-208 mayhost a separate database of demographic information, responseinformation, activation index values, and the like. The customerinformation in each database may be keyed to a common field oridentifier, such as an individual's name, social security number,customer number, or the like. Alternatively, the storage devices 204-208may be arranged in a RAID configuration for storing redundant copies ofthe database or databases through either synchronous or asynchronousredundancy updates.

In one embodiment, the server 102 may submit a query to selected datastorage devices 204-206 to collect a consolidated set of data elementsassociated with an individual or group of individuals. The server 102may store the consolidated data set in a consolidated data storagedevice 210. In such an embodiment, the server 102 may refer back to theconsolidated data storage device 210 to obtain a set of data elementsassociated with a specified individual. Alternatively, the server 102may query each of the data storage devices 204-208 independently or in adistributed query to obtain the set of data elements associated with aspecified individual. In another alternative embodiment, multipledatabases may be stored on a single consolidated data storage device210.

In various embodiments, the server 102 may communicate with the datastorage devices 204-210 over the data-bus 202. The data-bus 202 maycomprise a SAN, a LAN, or the like. The communication infrastructure mayinclude Ethernet, Fibre-Chanel Arbitrated Loop (FC-AL), Small ComputerSystem Interface (SCSI), and/or other similar data communication schemesassociated with data storage and communication. For example, the server102 may communicate indirectly with the data storage devices 204-210;the server may first communicate with a storage server or storagecontroller 106.

In one example of the system 200, the first data storage device 204 maystore data associated with insurance claims made by one or moreindividuals. The insurance claims data may include data associated withmedical services, procedures, and prescriptions utilized by theindividual. In one particular embodiment, the first data storage device202 included insurance claims data for over 56 million customers of ahealth insurance company. The database included claims data spanningover 14 years. Of those 56 million members, 26 million had a five yearhistory or more. The health insurance claims data may be utilized by theserver 102 for identification of marketing opportunities (e.g.,marketing of prescription drugs or preventative health programs),determination of the individual's attitude toward healthcare asevidenced through service utilization; determination of activationindexes, and the like.

In one embodiment, the second data storage device 206 may storedemographic data associated with the individual. The demographic datamay include one or more of the age, gender, ethnicity, marital status,number of children, income level, credit rating, education level, andthe like. In one embodiment, the demographic data may include marketinginformation available from a commercial direct marketing data provider.

The third data storage device 208 may store response data associatedwith the individual. For example, the third data storage device 208 mayinclude data associated with the individual's response to previousmarketing communications. Such data may include transactions on awebsite, calls to a customer service line, or enrollment in marketedprograms or services.

A fourth data storage device (not shown) may store an activation indexassociated with the individual. For example, the activation index datamay be obtained from commercially available sources, such as theConsumer Activation Index™ available from United Health Group®.

The server 102 may host a software application configured foractivation-based marketing. The software application may further includemodules for interfacing with the data storage devices 204-210,interfacing a network 108, interfacing with a user, and the like. In afurther embodiment, the server 102 may host an engine, applicationplug-in, or application programming interface (API). In anotherembodiment, the server 102 may host a web service or web accessiblesoftware application.

FIG. 3 illustrates a computer system 300 adapted according to certainembodiments of the server 102 and/or the user interface device 110. Thecentral processing unit (CPU) 302 is coupled to the system bus 304. TheCPU 302 may be a general purpose CPU or microprocessor. The presentembodiments are not restricted by the architecture of the CPU 302, solong as the CPU 302 supports the modules and operations as describedherein. The CPU 302 may execute the various logical instructionsaccording to the present embodiments. For example, the CPU 302 mayexecute machine-level instructions according to the exemplary operationsdescribed below with reference to FIG. 7.

The computer system 300 also may include Random Access Memory (RAM) 308,which may be SRAM, DRAM, SDRAM, or the like. The computer system 300 mayutilize RAM 308 to store the various data structures used by a softwareapplication configured for activation-based marketing. Thus, thecomputer system may be suitable programmed for activation-basedmarketing. The computer system 300 may also include Read Only Memory(ROM) 306 which may be PROM, EPROM, EEPROM, optical storage, or thelike. The ROM may store configuration information for booting thecomputer system 300. The RAM 308 and the ROM 306 hold user and system100 data.

The computer system 300 may also include an input/output (I/O) adapter310, a communications adapter 314, a user interface adapter 316, and adisplay adapter 322. The I/O adapter 310 and/or the user interfaceadapter 316 may, in certain embodiments, enable a user to interact withthe computer system 300 in order to input information for user controls,identification of a product, service, or program for marketing,identification of a target individual, and note regarding the targetindividual's response to the marketing approach. In a furtherembodiment, the display adapter 322 may display a graphical userinterface associated with a software or web-based application foractivation-based marketing.

The I/O adapter 310 may connect to one or more storage devices 312, suchas one or more of a hard drive, a Compact Disk (CD) drive, a floppy diskdrive, a tape drive, to the computer system 300. The communicationsadapter 314 may be adapted to couple the computer system 300 to thenetwork 108, which may be one or more of a LAN and/or WAN, and/or theInternet. The user interface adapter 316 couples user input devices,such as a keyboard 320 and a pointing device 318, to the computer system300. The display adapter 322 may be driven by the CPU 302 to control thedisplay on the display device 324.

The present embodiments are not limited to the architecture of system300. Rather the computer system 300 is provided as an example of onetype of computing device that may be adapted to perform the functions ofa server 102 and/or the user interface device 110. For example, anysuitably programmed processor-based device may be utilized includingwithout limitation, including personal data assistants (PDAs), computergame consoles, and multi-processor servers. Moreover, the presentembodiments may be implemented on application specific integratedcircuits (ASIC) or very large scale integrated (VLSI) circuits. In fact,persons of ordinary skill in the art may utilize any number of suitablestructures capable of executing logical operations according to thedescribed embodiments.

FIG. 4 illustrates one embodiment of a network-based system 400 foractivation-based marketing. In one embodiment, the network-based system400 includes a server 102. Additionally, the network-based system 400may include a user interface device 110. In still a further embodiment,the network-based system 400 may include one or more network-basedclient applications 402 configured to be operated over a network 108including an intranet, the Internet, or the like. In still anotherembodiment, the network-based system 400 may include one or more datastorage devices 104.

The network-based system 400 may include components or devicesconfigured to operate in various network layers. For example, the server102 may include modules configured to work within an application layer404, a presentation layer 406, a data access layer 408 and a metadatalayer 410. In a further embodiment, the server 102 may access one ormore data sets 418-422 that comprise a data layer or data tier 430. Forexample, a first data set 418, a second data set 420 and a third dataset 422 may comprise a data tier 430 that is stored on one or more datastorage devices 204-208.

One or more web applications 412 may operate in the application layer404. For example, a user may interact with the web application 412though one or more I/O interfaces 318, 320 configured to interface withthe web application 412 through an I/O adapter 310 that operates on theapplication layer. In one particular embodiment, a web application 412may be provided for activation-based marketing that includes softwaremodules configured to perform the steps of generating a personalizedaction plan corresponding to a customer, where the personalized actionplan is generated based upon customer information comprising: a consumeractivation index of the customer, and demographic information about thecustomer.

In a further embodiment, the server 102 may include components, devices,hardware modules, or software modules configured to operate in thepresentation layer 406 to support one or more web services 414. Forexample, a web application 412 may access or provide access to a webservice 414 to perform one or more web-based functions for the webapplication 412. In one embodiment, a web application 412 may operate ona first server 102 and access one or more web services 414 hosted on asecond server (not shown) during operation.

For example, a web application 412 for activation-based marketing mayaccess a first web service 414 for collecting an activation index value,such as the Consumer Activation Index™ from a third-party provider. Theweb services 414 may receive an identifier associated with the targetindividual. In response, the web service 414 may return data theConsumer Activation Index™ value. One of ordinary skill in the art willrecognize various web-based architectures employing web services 414 formodular operation of a web application 412.

In one embodiment, a web application 412 or a web service 414 may accessone or more of the data sets 418-422 through the data access layer 408.In certain embodiments, the data access layer 408 may be divided intoone or more independent data access layers 416 for accessing individualdata sets 418-422 in the data tier 430. These individual data accesslayers 416 may be referred to as data sockets or adapters. The dataaccess layers 416 may utilize metadata from the metadata layer 410 toprovide the web application 412 or the web service 414 with specificaccess to the data set 412.

For example, the data access layer 416 may include operations forperforming a query of the data sets 418-422 to retrieve specificinformation for the web application 412 or the web service 414. In amore specific example, the data access layer 416 may include a query fordemographic response data associated with a target individual.

FIG. 5 illustrates one embodiment of an apparatus 500 foractivation-based marketing. In one embodiment, the apparatus 500 is aserver 102 configured to load and operate software-defined modules502-510 configured for activation-based marketing. Alternatively, theapparatus 500 may include hardware modules 502-510 configured withanalogue or digital logic, firmware executing FPGAs, or the likeconfigured to determine a life stage associated with a targetindividual, determine an attitudinal segment associated with the targetindividual, determine a response model associated with the targetindividual, assign the target individual to at least one of apredetermined set of segmentation groups in response to the life stage,the attitudinal segment, and the response model associated with theindividual, and generate a personalized communication modality tailoredto the target individual in response to the segmentation group assignedto the target individual. In such embodiments, the apparatus 500 mayinclude a life stage module 502, an attitude analyzer 504, a responsemodel generator 506, a segmentation module 508, and a modality generator510.

In one embodiment, the life stage module 502 may determine a life stageassociated with a target individual. For example, the life stage module502 may analyze demographic data to determine the present stage of lifeof the target individual. For example, the life stage module 502 maygroup the target individual into an age group, a gender group, a maritalstatus group, a socioeconomic group, or the like. In one embodiment, thelife stage module 502 may analyze the life stage of the targetindividual by comparing the demographic data associated with the targetindividual against predetermined tables, threshold values, or othercriteria for determining life stage groupings.

In one embodiment, the attitude analyzer 504 may determine anattitudinal segment associated with the target individual. For example,the attitude analyzer 504 may gather information about the targetindividual and categorize the individual according to a set ofattitudinal segments. In one embodiment, the attitudinal segmentgenerally describes the psychological influences that affect the targetindividual's overall attitude in life and drive behavior changes. In oneembodiment, the attitude analyzer 504 may analyze financial managementdata, health management data, and engagement data as described below ingreater detail with reference to FIG. 6.

In one embodiment, the response model generator 506 may determine aresponse model associated with the target individual. For example, theresponse model generator 506 may generate a model describing the targetindividual's predicted response to communications of various forms. Inone embodiment, the response model generator 506 may obtaincommunication response data from one of the data storage devices204-210. For example, the response model generator 506 may retrievehistorical response data associated with the target individual. Thehistorical response data may include an indicant of a type ofcommunication sent to the target individual, as well as an indicant ofthe target individual's response to that communication. In oneembodiment, a response may include enrollment in a program,consideration of a new service, logging into a web site, willingness todiscuss a prescription drug with a customer service representative overthe telephone, or the like. In another embodiment, the response data mayindicate that the target individual did not respond at all to aparticular communication, such as a direct mailer.

In one embodiment, the segmentation module 508 may assign the targetindividual to at least one of a predetermined set of segmentation groupsin response to the life stage, the attitudinal segment, and the responsemodel associated with the target individual. For example, thesegmentation module 508 may categorize the target individual accordingto one or more predetermined master segments. The master segments may bedescriptive of the aggregate of the life stage, attitude, andresponsiveness of the target individual.

In one embodiment, the modality generator 510 may generate apersonalized action plan corresponding to the a customer. For example,the modality generator 510 may generate a personalized communicationmodality tailored to the target individual in response to thesegmentation group assigned to the target individual. The modalitygenerator 510 may generate the personalized action plan and/orcommunication modality in response to the master segment assigned to thetarget individual by the segmentation module 508.

FIG. 6 illustrates another embodiment of a server 102. In the depictedembodiment, the server may include the life stage module 502, theattitude analyzer 504, the response model generator 506, thesegmentation module 508, and the modality generator 510 as describedabove with relation to FIG. 5. Additionally, the server 102 may includean activation index module 602.

In one embodiment, the activation index module 602 is configured toobtain an activation index value, such as a Consumer Activation Index™available from United Health Group®. For example, the activation indexmodule 602 may include an API or the like for interfacing the ConsumerActivation Index™ provider. In one embodiment, the activation index maybe obtained from a web service 414. Alternatively, the activation indexmay be obtained through a direct computer-computer connection, a modemconnection, or a network connection. One of ordinary skill in the artwill recognize alternative methods for obtaining the activation indexfrom the provider.

Consumer Activation Index™ may include an index value providing ameasurement of a health insurance customer's engagement level withinhis/her health plan. For example, the Consumer Activation Index™ may besimilar to a FICO™ score, except that the Consumer Activation Index™ maybe a measurement of health plan utilization rather than creditutilization. The Consumer Activation Index™ may include an aggregatedquantization of a the customer's clinical decisions, service decisions,and healthcare-related financial decisions. For example, clinicaldecisions may include utilization of wellness exams, diabetesmonitoring, cancer screenings, and the like. Service decisions mayinclude utilization of less expensive service alternatives, such asonline information services or Nurseline™. Financial decisions mayinclude utilization of providers that are within a specified health plannetwork and/or utilization of generic drugs. In one embodiment,commercially available metrics, such as Consumer Activation Index™, mayprovide metrics of these types of factors.

In one embodiment, the attitude analyzer 504 may further include afinancial management analyzer 604, a health management analyzer 606, andan engagement analyzer 608. In such an embodiment, the attitude analyzer504 may determine a metric of the target individual's attitude byaggregating the metrics provided by these modules 604-608.

For example, the financial management analyzer 604 may collect dataregarding the target individual's financial management. This data mayinclude credit information, savings information, budget information, anindicator of whether the target individual has executed a will, andindication of whether the individual has a financial advisor,accountant, or the like. This information may be collected throughsurveys directed to the target individual. Alternatively, thisinformation may be obtained from third party information providers. Inone embodiment, the financial management analyzer 604 may generate, forexample, a financial management score. The financial management scoremay be calculated by assigning a score of, e.g., ‘1,’ ‘0,’ or the liketo each of the criteria considered. Alternatively, the score values maybe weighted according to the importance or extent of the financialmanagement characteristic being measured.

For example, the financial management analyzer 604 may assign a ‘1’ toan individual who has executed a will. In another embodiment, thefinancial management analyzer may assign a ‘1’ for every thousanddollars the target individual has in savings. In still anotherembodiment, if it is deemed particularly important, a weighted score maybe assigned if the target individual has an accountant or a financialadvisor. The scores may be aggregated into a composite financialmanagement score.

In one embodiment, the health management analyzer 606 may collectinformation regarding the target individual's health management style.In a further embodiment, the health management analyzer 606 may providea metric or health management score representing the target individual'sattitude toward health management. The health management analyzer 606may analyze lifestyle choices, such as vegetarianism, memberships tohealth clubs, etc. Additionally, the health management analyzer 606 mayanalyze the target individual's history and quality of healthcare,medical consumption habits, value of insurance, exercise habits, and thelike. The method of calculating such a score may be substantially thesame as that described above with relation to the financial managementanalyzer 604.

In one embodiment, the engagement analyzer 608 may gather informationregarding the target individual's willingness to engage. For example,the engagement analyzer 608 may consider consumer habits, media habitsand usage, interest in new products, survey results regarding happinessand psychological state, etc. The engagement analyzer 608 may alsoprovide a score as described above with relation to the financialmanagement analyzer 604.

In a further embodiment, metrics, such as scores, provided by thefinancial management analyzer 604, the health management analyzer 606and the engagement analyzer 608 may be aggregated into a compositeattitude indicator. The attitude indicator may include a score, anindex, a metric, a quantitative measure, a graph, or the like.

In certain embodiments, the response model generator 506 may furtherinclude a direct mail module 610, an electronic channel model 612, and atelephone module 614. In such an embodiment, the response modelgenerator 506 may generate a response model of the target individualbased on the aggregated response data for various marketingcommunication forms exemplified by these modules 610-614. Thecommunication forms may also include door hangers, package inserts,magazines, newspapers, radio, television, internet banner ads, digitalcampaigns, pay-per-click ads, billboards, transit ads, or the like. Theresponse information may concern the target individual or a group ofindividuals sharing one or more predetermined attributes with thetargeted individual, e.g., a cohort group.

For example, the direct mail module 610 may collect informationregarding the target individual or group's historical response orpredicted response to a paper-based medium, such as direct mail or thelike, including, but not limited to, postcards, letters, invitation toprograms, statements, coupons, advertising circulars, catalogs, freetrial CDs, pre-approved credit card applications, and other unsolicitedmerchandising invitations delivered by mail or to homes and businesses,or delivered to consumers' mailboxes by delivery services other than thePost Office. The target individual may be instructed to take a specificaction, for instance to call a free phone number or visit a website, andthe response information may then be generated and recorded if theindividual follows the instructions. The response information may becollected by surveys directed to the target individual or from thirdparty information providers. The response information may be evaluatedon a scale or assigned a score based on the responses from the targetindividual or group. The response information may also includeadditional information like marketing frequency, the time period betweencommunication and response, the response percentage of the cohort groupof individuals, etc. For example, a score of ‘0’ may be assigned to noresponse to the direct mail from the target individual in apredetermined time period (e.g., a year).

In one embodiment, the electronic channel module 612 may collectinformation regarding the individual or group's response tocommunications via various electronic channels, such as emails, portalmessaging, online coaching, short message service or silent messagingservice (SMS) or any online communication that may be associated withinternet search (e.g., search engines like Google, Yahoo, or the like)or use of websites (e.g., social media websites such as Facebook,Twitter, Linkedin, Myspace, or the like). In the case of emailmarketing, response information may be collected by email tracking tomonitor if the target individual or group receives the email, opens theemail and/or clicks a website included in the email. The responseinformation may also be collected by survey or third party providers andbe processed to generate a score substantially the same as thatdescribed above with relation to the direct mail module 610.

In one embodiment, the telephone module 614 may gather informationregarding the target individual or group's response to phone-basedcommunication, such as telephone, voice mail messages, or the like,which can be inbound, outbound, or interactive voice response (IVR). Thetelephone module 614 may analyze information such as direct response tothe communication and generate a score substantially the same asdescribe above with relation to other response model generate modules.

In a further embodiment, the modality generator 510 may include acontent generator 616, a tonal guideline generator 618, and acommunication channel selector 620. For example, the modality generatormay generate a customized communication modality for the targetindividual in response to an integrated analysis of the individual'slife stage, attitude, and response model to satisfy certain criteria,such as an optimal response rate, or an optimal acceptance rate. Theintegrated analysis may be through identifying the individual with atleast one or more segments by the segmentation module 508 and acustomized communication plan suitable for the individual may begenerated in response to the identifying segmentation group(s).

For example, the content generator 616 may generate a customized contentin response to the segmentation group or an aggregation of the lifestage, attitude, and response model of the target individual. In acertain aspect, a database of contents may be classified according tovarious segmentation groups. The content generator 616 may then retrievethe content matching the segmentation group assigned to the targetindividual or make recommendations for several appropriate contentswhich suit the segmentation group(s).

In one embodiment, the tonal guideline generator 618 may also create arecommendation for use of language in the communication customized forthe target individual. The use of language may include sound attributesand/or mood or attitude encompassed in the customized communication. Forexample, the tonal guideline may include a recommendation of soundattributes, such as pitch, speed, use of pauses if the communicationchannels is selected as the phone by the communication channel selector620. In certain aspects, the tonal guideline generator 618 may alsogenerate a guideline for the attitude/mood toward the target individual,for example, formal, informal, serious, playful, thoughtful, respectful,caring, lively, candid, friendly, enthusiastic, etc. The generation of acustomized tonal guideline may be based on the segmentation group(s) thetarget individual is assigned to.

In one embodiment, the communication channel selector 620 may generate adecision or a recommendation for one or more communication channelssuitable for the targeted individual. Such a communication channel maybe any channel corresponding to the determined segmentation group. Forexample, the channel selector 620 may create such decision orrecommendation based on its preferences predicted for the segmentationgroup. A particular example may be a selection of a telephone channelfor a segmentation group such as empty nesters to fill in theiremotional needs.

The schematic flow chart diagrams that follow are generally set forth aslogical flow chart diagrams. As such, the depicted order and labeledsteps are indicative of one embodiment of the presented method. Othersteps and methods may be conceived that are equivalent in function,logic, or effect to one or more steps, or portions thereof, of theillustrated method. Additionally, the format and symbols employed areprovided to explain the logical steps of the method and are understoodnot to limit the scope of the method. Although various arrow types andline types may be employed in the flow chart diagrams, they areunderstood not to limit the scope of the corresponding method. Indeed,some arrows or other connectors may be used to indicate only the logicalflow of the method. For instance, an arrow may indicate a waiting ormonitoring period of unspecified duration between enumerated steps ofthe depicted method. Additionally, the order in which a particularmethod occurs may or may not strictly adhere to the order of thecorresponding steps shown.

FIG. 7 illustrates one embodiment of a method 700 for activation-basedmarketing. In one embodiment, the method 800 starts when the server 102collects relevant information about the target individual, includingdemographic information, information related to attitude, and responseinformation. The method 800 may continue when the life stage module 502determines 702 a life stage of the target individual, for example, alife stage as a young single, a young family, a mature family, an emptynester, an ill person. The attitude analyzer 504 may determine 704 anattitudinal segment of the target individual, for example, bycategorizing member attitudes, perceptions, values, and/or overallengagement in life using cohort matching. The response model generator506 may determine 706 a response model for the target individual, forexample, a prediction of channel and frequency of message delivery onthe target individual's propensity to respond to that particular messagethrough a specific channel based on measurement of history responses.The steps 702, 704 and 706 may be performed simultaneously, orsequentially in any order or a predetermined order. An additional stepmay include measurement of decision making behaviors like a member'sengagement level with the health plan, such as consumer activation index(CAI™).

The segmentation module 508 may then characterize 708 the targetindividual according to one or more of a predetermined set of populationsegmentation groups in response to the life stage, attitudinal segment,and response model associated with the target individual. In a furtherembodiment, the modality generator 510 may generate 710 a personalizedcommunication modality to the target individual in response to theassigned segmentation group(s), such as a selection of content, tone,communication channels.

FIG. 8 illustrates one embodiment of a method 800 for activation-basedmarketing. For example, the multi-dimensional method 800 may provide adata-driven approach for member activation and engagement based on lifestages (including demographics), attitudinal cohorts, and communicationmedium preference. The method 800 may allow to design and deliver morerelevant and targeted activation through customized communications,incentive and benefit designs, and/or care and coaching planenhancements, as well as consumer and community-based resources orservices (e.g., myuhc.com). It may also increase member participation,reduce engagement costs and ultimately allow to yield higher rate ofreturn (ROI) and behavior change (customer activation index-CAI™). Theimprovement in behavior changes may reflect more optimal decisionsclinically, financially, or service-wise.

FIG. 9 illustrates one embodiment of a display 900 for activation-basedmarketing. For example, a target individual such as consumer may beanalyzed by life stage module 502, attitude analyzer 504, and responsemodel generator 506. These analytical results are integrated by asegmentation module 508 to generate segmentation results. An exemplarysegmentation group may be “empty nester, system expert, emotion basedmessaging . . . ,” which includes an embodiment of the life stage, anembodiment of the attitude, an embodiment of the response predictiondetermined for a specific consumer. In response to the segmentationgroup, a personalized tone, targeted message and channel modality may begenerated. In one embodiment, the message may be delivered in apreferred channel for the consumer, with a tone that resonates with theconsumer, and in language that reflects understanding of the consumer'sindividual needs. For example, for a consumer determined to belong tothe segmentation group “empty nester, system expert, and emotion basedmessaging . . . ,” a modality generator 510 may determine that the phonemay be the optimal channel, and a personalized message with a warm andcaring tone and a content focused on help and understanding theconsumer's needs may help create a trusting relationship with theconsumer.

FIG. 10 illustrates one embodiment of a display 900 for activation-basedmarketing. An exemplary scenario for activation-based marketing isprovided, For example, Joe Lamb is a high risk diabetic with a healthindex that indicates that he is receptive to changing his health carebehavior. Joe's consumer profile is generated from the segmentationanalysis of life stage, attitude, and response. The consumer profileindicates that Joe may prefer one method of communication—the phone.Joe's case is assigned to his nurse, Susan. Before calling him, Susanreviews the rest of Joe's profile, such as presented in display 900. Thedisplay 900 is an integrated consumer and medical profile, which allowsthe nurse to have all of the relevant information regarding Joe in aconsolidated view, for example, attitude analysis (system expert),demographic information and response index as shown in profile 1002.Medial opportunities and preference information are shown.

FIG. 11 illustrates one embodiment of a display 900 for activation-basedmarketing. Based on analysis of the consumer profile 1102, especiallythe circled components, a personalized activation plan may be generatedby the modality generator 510, which include interim steps 1104,communication modality 1106 by appointment scheduling, and communicationcontent 1108. Through the combination of these dynamic assets and steps,the inventors may help create a relationship with a targeted individualby inducing behavioral changes. This approach may be leveragedthroughout the entire consumer experience—from on-boarding, clinicalmanagement and incentives. The communications and interactions with thetargeted individual could be consistent with the individual'ssegmentation group based on combination of the life stage, attitudinalcohort analysis, and response model.

All of the methods disclosed and claimed herein can be made and executedwithout undue experimentation in light of the present disclosure. Whilethe apparatus and methods of this invention have been described in termsof preferred embodiments, it will be apparent to those of skill in theart that variations may be applied to the methods and in the steps or inthe sequence of steps of the method described herein without departingfrom the concept, spirit and scope of the invention. In addition,modifications may be made to the disclosed apparatus and components maybe eliminated or substituted for the components described herein wherethe same or similar results would be achieved. All such similarsubstitutes and modifications apparent to those skilled in the art aredeemed to be within the spirit, scope, and concept of the invention asdefined by the appended claims.

What is claimed is:
 1. method comprising: storing customer information associated with a customer in a plurality of data storage devices within a data layer of a layered network, the customer information keyed to a common identifier and comprising: a consumer activation index of the customer, and demographic information about the customer, wherein the consumer activation index includes a quantization of the customer's past clinical decisions, service decisions, and health plan utilization, wherein the quantization of service decisions is based in part on utilization of less expensive service alternatives by the consumer; querying the plurality of data storage devices for the common identifier to collect a consolidated set of data elements associated with the customer; accessing the consolidated set of data elements by utilizing metadata specific to the consolidated set of data elements, the consolidated data set accessible to an application layer of a server through a data access layer configured to utilize the metadata from a metadata layer; generating, using a processor within the application layer, a personalized action plan for the customer by determining an attitude segment for the customer based on the consumer activation index of the customer and demographic information about the customer, wherein the attitude segment classifies the customer into a group representing at least one of perceptions, an engagement in life, and psychological influences that affect an overall attitude in life and drive behavior changes; generating a model describing a predicted response to a plurality of communication modalities of various forms by assigning a customer-specific score to individual communication modalities of the plurality of communication modalities based on historical response data associated with the customer that includes an indication of a modality of a communication sent to the customer and a response to the sent communication, wherein the plurality of communication modalities comprise two or more communication modalities selected from the group consisting of: email, portal messaging, online coaching, short message service, silent messaging service, online communication associated with internet search, website, telephone, voice mail, interactive voice response, postcards, letters, invitation to programs, statements, coupons, advertising circulars, catalogs, and free trial media; selecting a vocalized communication modality from the plurality of communication modalities using the generated model describing the predicted response to the plurality of communication modalities; generating customized message content based on the personalized action plan, wherein the generating of the customized message content comprises generating tonal guidelines for a vocalized communication based on the attitude segment for the customer; and prompting the vocalized communication with the customer in accordance with the customized message content by providing the generated tonal guidelines and the customized message content to a person contacting the customer over the selected vocalized communication modality.
 2. The method of claim 1, where the personalized action plan is generated based further upon a health index of the customer.
 3. The method of claim 1, where the step of generating the personalized action plan further comprises determining an attitudinal segment for the customer based on financial, health and engagement information of the customer.
 4. A computer program product comprising a non-transitory computer-readable medium embodying executable instructions for: storing customer information associated with a customer in a plurality of data storage devices within a data layer of a layered network, the customer information keyed to a common identifier and comprising: a consumer activation index of the customer, and demographic information about the customer, wherein the consumer activation index includes a quantization of the customer's past clinical decisions, service decisions, and health plan utilization, wherein the quantization of service decisions is based in part on utilization of less expensive service alternatives by the consumer; querying the plurality of data storage devices for the common identifier to collect a consolidated set of data elements associated with the customer; accessing the consolidated set of data elements by utilizing metadata specific to the consolidated set of data elements, the consolidated data set accessible to an application layer of a server through a data access layer configured to utilize metadata from a metadata layer; generating a personalized action plan for the customer by determining an attitude segment for the customer based on the consumer activation index of the customer and demographic information about the customer, wherein the attitude segment classifies the customer into a group representing at least one of perceptions, an engagement in life, and psychological influences that affect an overall attitude in life and drive behavior changes; generating a model describing a predicted response to a plurality of communication modalities of various forms by assigning a customer-specific score to individual communication modalities of the plurality of communication modalities based on historical response data associated with the customer that includes an indication of a modality of a communication sent to the customer and a response to the sent communication, wherein the plurality of communication modalities comprise two or more communication modalities selected from the group consisting of: email, portal messaging, online coaching, short message service, silent messaging service, online communication associated with internet search, website, telephone, voice mail, interactive voice response, postcards, letters, invitation to programs, statements, coupons, advertising circulars, catalogs, and free trial media; selecting a vocalized communication modality from the plurality of communication modalities using the generated model describing the predicted response to the plurality of communications; generating customized message content based on the personalized action plan, wherein the generating of the customized message content comprises generating tonal guidelines for a vocalized communication; and prompting the vocalized communication with the customer in accordance with the customized message content by providing the generated tonal guidelines and the customized message content to a person contacting the customer over the selected vocalized communication modality.
 5. The computer program product of claim 4, where the personalized action plan is also generated from attitudinal information about the customer.
 6. The computer program product of claim 4, where the personalized action plan is also generated from responsiveness information about the customer.
 7. The computer program product of claim 6, where the personalized action plan is also generated from attitudinal information about the customer.
 8. The computer program product of claim 4, where the personalized action plan comprises one or more items selected from the group consisting of: benefit offers, incentive offers, policy enhancements, care enhancements, coaching enhancements, and communication enhancements.
 9. The computer program product of claim 4, where the instructions for generating the personalized action plan comprise instructions for: selecting two or more predefined action items corresponding to the customer information from one or more databases storing a plurality of predefined action items.
 10. The computer program product of claim 4, further comprising instructions for: outputting at least a portion of the personalized action plan for the customer.
 11. The computer program product of claim 10, where the portion of the personalized action plan is output responsive to a communication link being established with the customer, and where the output portion corresponds to a type of communication link established. 